Ask the Expert: Sridhar Chandran, Senior Deliverability Consultant

In an interview with Sridhar Chandran, a seasoned deliverability consultant, various aspects of email deliverability are discussed, including common misconceptions and best practices. Chandran clarifies that email deliverability issues are multifaceted and rely on multiple signals rather than a single factor. He emphasizes the importance of understanding how ISPs use complex algorithms and customer engagement data to filter emails, especially in the context of Apple's Mail Privacy Protection (MPP). The discussion also highlights how spam complaint percentages are calculated differently by ISPs compared to email service providers, and the role content plays in filtering decisions. Chandran stresses the need for continuous adaptation of email strategies as ISP filters evolve, and how brand recognition can enhance email deliverability. He shares insights from his transition from a postmaster role to consultancy, focusing on helping marketers avoid being perceived as spammers while maintaining effective email campaigns.